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Roundy’s to Host Revived Crumbs at Mariano’s

Bake shop finds new life through Chicago-area chain and celebrity investor

November 3, 2014, 05:10 pm

Roundy’s Supermarkets Inc. has reached a deal to launch a pilot program to sell Crumbs Bake Shop baked goods at its new Mariano’s Fresh Market, opening this week in the Chicago suburbs.

The new Mariano’s store, in Westchester, Ill., will include a sweet and snack bar featuring 25 flavors of Crumbs-branded cupcakes and 15 varieties of brownies, the Milwaukee Business Journal reported. The products are currently being sold at the company's 25 retail stores throughout the country and on its website.

Crumbs shut down all of its stores last month after going bankrupt in August. It was acquired in a $6.5 million joint investment by Fischer Enterprises and Marcus Lemonis, star of CNBC’s “The Profit.”

“We approached Mariano’s because of their outstanding commitment to grocery quality, merchandising and customer satisfaction,” Lemonis said in a news release. “Mariano’s is my favorite local grocery store, and it made sense to partner these two great brands together.”

Known for his turnaround acumen, Lemonis leverages frank criticism and his expertise as CEO of Camping World and Good Sam Enterprises to help struggling small businesses.